China’s media giants Taobao, Douyin join Apple Vision Pro

Almost a month on from Apple’s Vision Pro official China release, Douyin is the latest media behemoth to launch an exclusive experience for the headset. On July 11, the short video platform – aka China’s version of TikTok – announced via its WeChat page the release of Douyin VR Live. The feature enables users to experience panoramic livestreaming and gift 3D effects to creators while viewing content. The Vision Pro made its foray into the mainland on June 28 with a starting price point of 29,999 RMB (approx $4,128), compared to a $3,500 retail price in the US (some 18% higher). The gadget is now also available in Hong Kong, Japan, and Singapore. Some domestic retailers anticipated the arrival of the Vision Pro ahead of its official rollout. Alibaba’s Taobao platform, for example, unveiled a beta version of its e-commerce application designed exclusively for the wearable in April. On June 27, the shopping titan updated its app, which now lets users test drive cars and redecorate rooms from the comfort of their homes. “[The] Vision Pro is becoming the new playground for both media companies and brands,” Dr. Helen Papagiannis, an immersive technologies expert, tells Jing Daily. “It’s no surprise that media giants like Douyin and TikTok are launching apps.” Kuaishou, another popular video-based social media channel in China, has also established its own virtual experience for the headset. Released on July 1, the product supports simultaneous video browsing, personal profile viewing, and comment panel activation. In immersive mode, the app can display up to nine videos arranged in a circular layout, allowing users to browse and filter videos of interest by waving their hands left or right. Making headlines, not sales Apple’s groundbreaking Vision Pro made international headlines earlier this year following its US February release. Deploying 3D configuration, spatial computing, artificial intelligence and augmented and virtual reality, the device is disrupting both the e-commerce and entertainment landscapes. A raft of brands including Balenciaga, Gucci, MyTheresa, StockX, Wayfair, Don Julio, and E.L.F. Cosmetics have recognized the headset’s potential by releasing their own exclusive applications for the headset over the past five months. But the gadget is yet to make waves with the masses. While official numbers are yet to be reported, research firm IDC predicts that Apple will shift fewer than 500,000 units of the Vision Pro this year. Netizens weigh in Over in China, netizens have been quick to share their thoughts on the headset’s domestic release. The hashtag #VisionPro has amassed over 42.24 million views on Xiaohongshu, with scores of tech enthusiasts sharing their thoughts and reviews on the wearable. “You'll know once you try it. This thing is worth its high price—it's the progress of technology,” penned @qitiannulibianqiang. “It definitely won't reach every household. But I believe the product will gradually iterate, and prices will diversify,” wrote @BearP. Over on TikTok, the topic ‘Using Vision Pro’ has over 446 million views. Tech adoption tends to be higher in China, as evidenced by the country’s widespread receptiveness to artificial intelligence compared to the West. But purchases of tech accessories across the mainland are falling in line with slowing consumer spending on non-primary goods. According to a Mintel report released on July 10, Chinese consumers are shifting spending from entertainment and tech products in favor of travel, food, and clothing. Prior to its official release, the Vision Pro’s scarcity factor drove demand across China. Overseas resale prices for the headset surged in February, with sellers on Taobao asking for 36,000 RMB ($5,000). On Japan’s Mercari marketplace, the gadget’s 256GB model sold for 800,000 Yen ($5,400), Now that the headset is readily available across the mainland, has the novelty worn off? To combat timid spending, Papagiannis thinks that companies should be focusing on creating highly-personalized experiences to help nudge sales. “Luxury retailers have an opportunity to enhance personalized selling by offering high-touch (virtual) contact experiences through Apple Vision Pro, including private shopping sessions,” she adds. She references American fashion label J.Crew as a prime example. The brand has begun trialing virtual stylist appointments via the Vision Pro, allowing for a personalized, immersive shopping experience. Papagiannis also believes that endorsement from media titans like Douyin is likely to help stoke sales. “It not only attracts attention,” she says, “but also encourages other companies and developers to explore and invest in spatial computing.”

China’s media giants Taobao, Douyin join Apple Vision Pro

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Published July 22, 2024

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China’s media giants Taobao, Douyin join Apple Vision Pro